1. an introduction to tangible impact may 9, 2007
TRANSCRIPT
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An Introduction to Tangible Impact
May 9, 2007
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Our Value Proposition
We’ve been successfully engaged in interactive marketing for over 20 years.
We apply a direct marketing rigor to campaign construction, creative development, testing, analysis, and campaign optimization for interactive marketers.
We help our clients answer fundamental marketing questions and leverage proven best practices that contribute to optimal online performance.
We drive continual interactive campaign optimization, producing initial ROI campaign gains of, on average, 10% to 30%.
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We create, test and optimize creative assets across the primary interactive marketing channels of display, search and email marketing.
Testing Methodology – Marketing Channels
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Each of these interactive marketers has benefited from our testing and best practices – achieving improvements in customer acquisition, online sales, online subscription, lead generation, downloadsand other forms of online conversion.
A Track Record of Success
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We help marketers test, learn and optimize decisions across 5 fundamental levels of interactive marketing:
Testing Methodology – Marketing Tiers
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Audience Segment Testing
Will you achieve a better ROI by spending to acquire a new customer, or by spending to encourage an existing customer to purchase again?
Of your High/Medium/Low customer segments, which is a more effective upsell online?
+14%
+9%
+5%
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Product Mix Testing
What does it cost to sell Product X online?
Which product in your line generates the best ROI online?
What is your ideal product mix to optimize online results? by revenue? by profit?
+4%
+2%
-6%
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Media Plan Component Testing
What is the relative effectiveness of each major property/publisher you are advertising with?
What is the relative effectiveness of each major inventory component (e.g., search vs. email inbox)?
+11%
+2%
-3%
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Pages & Pathing Testing
Do your ads lead consumers to the best converting page on your site?
Can abandon rates at points along the path be minimized, to maximize intended conversions?
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Creative & Copy Testing
How do different calls-to-action impact conversion?
What imagery is optimal?
Which is more effective – inclusion or exclusion or price point?
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During the initial engagement with a client, we develop tests that span the range from conservative to more aggressive departures from the control.
Tests along a spectrum can be characterized as:
Conservative (single- and multi-variable control improvements to design)
Moderate (major changes to components of design)
Aggressive (entirely new design)
The benefits of this approach include:
Minimizing risk
Maximizing immediate understanding of whether the assets need complete redesign or specific/subtle alterations. Steps for execution in subsequent rounds of testing are clarified.
Testing Methodology: Spectrum
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Best Practices We apply highly effective best practices to all design and development work.
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Sample Services
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Test Banner Portfolio: SymantecControl – Creative from J. Walter Thompson
Creative I – New headline
Creative J – change in animation, less time on “free 5-license”
Creative K – storyboard animation is removed. Main headline followed by 2 sub-headlines.
Creative L – alternate copy in the call-to-action
312% increase in CTR
149% increase in CTR
227% increase in CTR
310% increase in CTR
Creative M – changed size and position of logo; product shot, position of the product shot, position of headline and subheads 288% increase in CTR
Control baseline
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Tower Ad Testing: State Farm
TEST OVERVIEW:
• Test 1: Tested best practice techniques of asking a question to evoke response, including all actionable text within the context of the same frame and animating as a whole rather than storyboarding, and including a nearby call-to-action. • Test 2: Tested the inclusion of a second, related message within the bottom portion of the skyscraper ad unit, with intent to capture viewers that scroll.• Test 3: Tested alternate headline messaging, and call-to-action technique.
TEST RESULTS:
• Test 1: increased CTR by 72%• Test 2: increased CTR by 94%• Test 3: increased CTR by 146%
Control Test 1 Test 2 Test 3
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Test Banner Portfolio: Trend Micro
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Flash Banners: Blockbuster/Moviefone
http://www.tangibleimpact.com/review/moviefone/
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Assorted Banners: H&B - CPG
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Spanish Banners: Modelo, TeleRomance & Toyota
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Banner & Landing Page Portfolio: PCH
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Banners & Landing Page Portfolio: AARP
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EyeBlaster Out-of-Banner: Herbal Essences
Colors consistent with broadcast spot
Simplified imagery
Animation brings the girl & grapefruit to life
Brief playtime (5 seconds)
Animation anchored by a fixed position ad
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InterPolls Creative: Vertrue
http://www.tangibleimpact.com/review/vertrue/
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Spanish PointRoll Creative: Goya Foods
http://www.tangibleimpact.com/review/goya/holiday/
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PointRoll with In-Banner Video: HGTV
http://www.tangibleimpact.com/review/hgtv/
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Tangible Impact and Optimost collaborated to test and optimize CareOne’s registration site. The combined effort drove a 19.5% increase in conversion.
Automated Landing Page Testing: CareOne
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ORIGINAL PAGE:
TEST #1:
Increased conversion +33%
Registration Page Testing: AutoDeskThrough best practices and testing, landing page conversions improved by 33%.
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TEST #1: TEST #2:
Registration Page Testing: K12Through form field position, layout, and design, Test #1 increased conversion by 34%.
[All copy was consistent between the 2 pages]
Increased conversion +34%
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Spanish Landing Pages and Emails: TeleRomance
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Acquisition Emails: MyPoints
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Search Keyword Copy: Adobe
Leverage the keyword.
Always use the keyword in the ad headline, and explore its use within the main copy, as well.
Distinguish your product or service.
Mention of awards, endorsements, certifications and major media appearances (“As seen on…”) can provide strong performance advantages.
Explore all possible benefits.
Feature as many potential product benefits as possible (immediacy, simplicity, time investment, finances, physical well-being, emotional well-being) throughout your individual copy iterations.
Get personal
Leverage personal language and pronouns – I, me, you and your – in the copy.
Keep your copy short and compelling.
Say it in bullets. Short phrases are highly digestible & more readily absorbed than full sentences. There’s no need to use the maximum copy character count; doing so may even depress results.
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Search Landing Page Testing: K12
Test and optimize your search landing pages, too.
Alternate conversion paths, layouts, copy and imagery can have a profound impact on search campaign performance.
Should each of your keywords have its own customized landing page? Are incentives needed on the landing pages of certain keywords? Can subtle design adjustments (e.g., a change of imagery) improve the performance of one keyword versus another?
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Tangible Impact Tiers of Service
Creative Consultation – Evaluation of existing creative assets and delivery of actionable recommendations, leveraging proven best practices and intended to improve performance.
Creative Production - Design and development of performance-oriented campaign creative assets, featuring landing pages/registration forms, banners in any/all formats and emails.
Creative Testing – Design and development of single- and multi-variant creative assets and construction and execution of structured testing programs.
